An all-female team at Pentagram New York has designed branding and products for The Wing, a new women’s social club in New York.
Emily Oberman and her team developed the brand identity, apparently drawing on the history of suffrage graphics to create a “visual personality that’s smart, empowering, and fun”. The project included designing the logo, printed material, interior graphics, website, and the packaging for a range of branded products.
The identity uses a series of 30 different W’s, to embody the “eclectic” personalities of its members, spanning various classic and contemporary styles of typography including Alpha Sausage, Cottonwood, Mythos and Retail Script, plus the Wonder Woman symbol.
The logotype and primary typography is set in sans-serif font Bianco, with the W of Wing set in the serif version, “to give the letter little wings”. Bianco Serif is also used for the secondary typography and text. The hero W is a redrawn version of Cruz Swinger.
The colour palette uses pale pastels with a main brand colour of pink, “reclaiming a polarising colour for many women but in a cool, modern hue”. This is used against secondary colours of mint green, navy blue, grey, black and mustard yellow.
Emily worked with The Wing’s founders Audrey Gelman and Lauren Kassan to develop an identity that “would appeal to a diversity of women without pandering or being stereotypical” and aims to be “scholarly, elegeant and feminine”.
- Books From the Future talk us through its workshop on disaster in contemporary culture
- Molly Bounds paints intimate moments of quiet contemplation
- Friday Mixtape: Grand Union Orchestra's founder curates us a mix on the theme of migration
- Flat-e tells us how it made a visual interpretation of Daniel Avery's record in its entirety
- Girma Berta authentically captures the people of Addis Ababa with an iPhone
- Remember the pre-stage nerves and backstage stress in Alexander Coggin's photos of children's theatre
- Introducing The Graduates class of 2018!
- America's getting a space force and wants Trump supporters to choose its logo
- Swiss design practice Dinamo develops new visual identity for Tumblr
- Meet Adelia Lim, a graphic designer not afraid to poke a little fun at the industry
- Adobe has added 665 new Monotype fonts to Creative Cloud
- "What is my opinion?": Graphic designer James Aspey's research-focused, typographic practice